The calls come in daily from desperate shoppers – sometimes from states away – flooding the aging phones at Denver boutique toy store Talulah Jones.
Each caller asks for the same coveted item: Jellycat.
‘It has been a little bit of a whirlwind,’ manager Alysa Richards, 26, told the Daily Mail. ‘It’s been kind of crazy.’
Talulah Jones has stocked the wildly popular plush toys for more than 20 years, almost since the product line began. Jellycat was established in London in 1999 by brothers Thomas and William Gatacre, offering collectible stuffed designs that gained popularity across the UK through word of mouth.
Now, the brand is beloved by everyone from Gen Z collectors to the Royal Family. Princess Charlotte posed with the Jellycat Fuddlewuddle Puppy in a 2015 portrait, and her father Prince William revealed last month that the plushies served as a form of ‘currency’ among his children.
Meghan Markle posted a promotional video this week of herself wandering with daughter Lilibet, who was clutching a plush rainbow toy that eagle-eyed observers quickly spotted as being from Jellycat’s collection.
So popular are the toys, in fact, that they have sparked something of a crime wave, with shoplifters swiping them off toy store shelves from the UK to the US.
Jellycat prides itself on the softness, quality and creativity of the products, from classic animals to plush teapots, toast slices and even shamrocks. William Gatacre said four years ago that the goal was simple: to ‘be uplifting’.
‘Sometimes you look at a space and you think: that needs a serious refresh,’ he said in an interview with the MBS Group. ‘That was the case with the toy market 20 years ago. It felt tired, bare and a little bit taxidermy.’
The name ‘Jellycat’ came from a suggestion made by his seven-year-old nephew. The company launched with a signature stuffed rabbit that came to be known as the Bashful Bunny, quickly diversifying its offerings and securing deals with British department stores such as John Lewis and Selfridges, which increased awareness and popularity.
‘The magic is in the product, so everything comes down to the design,’ Gatacre said. ‘We try not to consider possible limitations so as not to restrict our imagination. There’s also nothing that shouldn’t influence our designs: art, books, music, architecture.’
Meghan Markle posted a video this week with her daughter Lilibet, who can be seen with a plush Jellycat rainbow in this screenshot from her Instagram clip
It took a little longer for the Jellycat craze to take off across the Atlantic, where the company first established a presence in Minnesota in 2001. But its popularity in North America has skyrocketed in recent years, earning the toys ‘the new Beanie Baby’ label.
Sales in the US rose 41 per cent from the first half of 2023 to the same period in 2024, Fortune reported. Online search interest for the toys jumped 208 per cent over the past year, compared to the year before, reaching 8.8 million a month as of May, according to consumer trend tracker Glimpse.
Annual global income increased from about $7million in 2013 to $57million in 2022, Fortune reported – the same year that Jellycat joined social media with a Facebook page.
Talulah Jones, in Denver, noticed the surge in demand from Jellycat enthusiasts around then, too.
‘Everybody was calling or coming in specifically for Jellycats,’ Richards told the Daily Mail. ‘They were on a hunt. They were on a mission. And it was almost always for a specific one.
‘And if it wasn’t, it was people that were just getting into it, that wanted to kind of touch and feel and hold [them].’
The store began selling the toys online to cater to the demand, and the calls and in-person visits kept coming.
Lilibet donned a $47 ‘Amuseables Rainbow Bag’ (pictured) from Jellycat while gardening with her mother
While Meghan Markle, pictured in a screen grab from the video she posted on Instagram this week, inadvertently highlighted Jellycat in the clip this week with her daughter, Prince William has also previously called the toys his children’s ‘currency’
Alysa Richards, 26, pictured, manages Denver toy store Talulah Jones, where she fields calls daily about Jellycats and sees clients from as far as ‘several states away’
Jellycat, which was founded in London in 1999 by two brothers, has taken off in popularity in America in recent years, celebrating its High Summer 2025 Collection launch (pictured) in West Hollywood last month
Ange Wise, 28, of Ontario, Canada, first purchased a Jellycat bunny three years ago – and has grown her collection by 140 since. She holds the newly released special-to-Canada Maple Leaf, which a friend’s sibling waited hours in line to buy for her last weekend
The company is known for the softness, creativity and design of its toys, offering plush items ranging from stuffed animals to teapots and toast slices
The plush toys have become favorites of Gen Zers, collectors and even the Royal Family
One new fan, who spotted and bought a stuffed Jellycat corgi at a Hallmark store, described the allure on Reddit.
‘I didn’t know until I got one,’ the user wrote last year. ‘Super soft… I put them against my face when I sleep and it’s so soothing.’
The same enthusiast praised the toys’ ‘impeccable design’, ‘character and personality’, ‘rotund bodies’, ‘droopy eyes’ and ‘good quality’.
‘All jellycats seem to have bean bags on their bottom and limbs. This makes them fun to toss and mess around with their arms… So final verdict is that they’re both great display and great cuddlers, and imo that combination is rare. Literally softest, snuggliest plushies I own.’
Experts say that the Jellycat boom stems from multiple social shifts.
Bia Bezamat, a cultural expert for global marketing data company Kantar, told Fortune: ‘Jellycat grew in this perfect storm of a post-pandemic need for escape, a need for comfort.
‘Some of which was unintentional,’ he said, ‘because they had been around for a while. It just so happened that now was the moment for their brand to get really big.’
Much of the brand’s success can be attributed to being adopted by Gen Z consumers.
Jennifer Lynch, communications specialist at the Toy Association, told Fortune: ‘A factor to consider is the undoing of the stigma of owning toys past a certain age.
‘We really saw that shift take place during the pandemic, when a lot of people were seeking out that comfort through play… We’ve kind of taken down those barriers that we imposed upon ourselves in terms of tweens, teens, and grownups.’
Jared Watson, associate professor of marketing at NYU Stern, said that Jellycats dial into the generational embrace of emotional wellbeing.
Princess Charlotte posed with a Fuddlewuddle Puppy from Jellycat in a portrait released in 2015
Meghan Markle shares a rare photo of daughter Princess Lilibet on her fourth birthday
‘This cultural turning point started with millennials but really came to light with Gen Z. It came down to mental wellness at a very simple level,’ Watson told Fortune. ‘We’re extending the market value for these child categories, as people are aging and saying: “It’s okay for me to enjoy this. It provides me some level of comfort or relief or support.”’
At Talulah Jones, Richards witnesses firsthand the popularity within her own twentysomething age group. Last Christmas, two separate friend groups came to buy Jellycat items for Yankee swap and other gift exchanges.
The company also fuels demand with its product rollout strategies. It introduces 200 new designs every January and July, while its policy of discontinuing certain favorites drives resale frenzies.
Retail prices start at as little as $28 but values balloon from there; a quick search for Jellies – as they’re fondly known – on eBay this week found an alligator design wearing a fur coat listed for $2,499.99.
While Jellycats dominate the soft toy market, they are part of a broader collectible craze – one that includes other unlikely hits such as Labubus, the gremlin-like characters made by Hong Kong-based Pop Mart. Originally vinyl figurines, plush Labubus have sparked similar resale demand, with limited editions fetching hundreds of dollars and devoted collectors lining up for new releases.
Just last weekend, Jellycat fans in Canada were lining up for an exclusive-to-the-country Maple Leaf version of the toy.
Superfan Ange Wise, 28, was away on vacation but a friend enlisted a sibling to wait in line in her place.
‘You had to line up two hours before to get a ticket in order to buy one per person,’ Wise, of Ontario, told the Daily Mail.
She said that the Maple Leaf Jellycats they purchased for $45 were now selling for $500.
Wise began amassing Jellycats only three years ago, after a house fire destroyed her beloved collection of Webkinz, the hybrid physical-digital toys made by Canadian company Ganz. She spotted and bought a Bashful Bunny in a local mall shop in 2022, and her Jellies collection has grown by 140 since then.
The toys’ popularity has sparked a competitive resale market online – as well as in-store theft, with some British retailers introducing extra security measures and smaller businesses, such as Denver’s Talulah Jones, pictured, feeling the hit from shoplifting
Her quick plug-in to the Jellycat social media community spurred that rapid acceleration of ownership.
‘I started seeing TikToks of people posting Jellycats… just showing off their collection,’ she said. ‘I love watching other people’s collections and seeing all the different kinds.’
Wise said that she would never consider parting with one of her Jellycats, though there are social media platforms and other forums dedicated to collecting, swapping and selling.
That has led to a darker side of Jellycat, too: Theft.
Some UK retailers have adopted ‘extreme measures’ to combat thieves, the Guardian reported, using ‘not just CCTV and security tags but facial recognition software to flag up possible shoplifters, and automatic number plate recognition’ in parking lots.
Even Talulah Jones, a boutique shop about a mile from the Colorado State Capitol building, has endured vanishing Jellies.
‘We have seen a lot of theft,’ Richards told the Daily Mail. ‘The key chains, any of the Jellycats that are small… people will just grab and put up their sleeve, put in their bag, whatever.’
The Denver thefts tend to be by children, she said, unlikely to be reselling the toys but it’s still a costly problem for the independent store.
‘This is something that is detrimental to a small business like ours. We don’t have the money to pay somebody to just be security.’
She has started eyeing potential thieves and confronting them to buy the Jellycats or put them back.
Jellycat’s co-founder William Gatacre said that the company designers spend ‘time watching the world… whichever way it’s going, that’s where we’ll be. We have to be constantly moving and evolving with the times’
‘You are very aware of the Jellycats that you have, when you have them, for that reason,’ she said, adding that her own store still offered a few ‘hidden gems’.
And enthusiasts can take comfort from knowing that Jellycat seems committed to continuing to offer a creative streak.
‘With each collection we take a leap of faith,’ Gatacre told the MBS group. ‘We don’t hold focus groups, we just go with our gut. Luckily, we’re almost always right… there’s no better feeling than making something you love and watching it sell!’
He said the company paid no attention to toy trends when it came to design.
‘The only thing that absolutely doesn’t influence us is what other soft toy companies are doing,’ Gatacre said. ‘We have to ignore our competition because if we’re watching them, we’re already too late. That’s one of our central principles as a company: we shouldn’t do something just because someone else is doing it.’
At Jellycat, he said, ‘we spend our time watching the world.
‘Is it going urban or is it going Laura Ashley? Whichever way it’s going, that’s where we’ll be. We have to be constantly moving and evolving with the times.’
